Once the publisher's research and strategies have been put into place, at both a company and campaign level, this chapter focusses on the role of creative ideation: how to develop the content for engaging social. There are two ways that begin the process of ideation: structured and loose brainstorming sessions, which develop ideas from a wide pool of people to consider what is on trend, what the publisher can authentically engage with, and what works for a specific author or book. This can include platform-based content, content that works with the author, and reactive content where the publisher can speak to current events, cultural trends, and direct comments on their social posts.